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Online exam Business & Marketing Essay Research Paper (Essay Sample)

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From Chapter 7: There are many cases of multinationals legally lost rights to their own trademark and having to buy them back or pay royalties for their use. Take the McDonald's losing its trademark in the EU for example, analyze the reasons from an international legal perspective.
From Chapter 10: A public vote (known as a referendum) was held in June 2016, when 17.4 million people opted for Brexit. This gave the Leave side 52%, compared with 48% for Remain. The UK stopped being a member of the European Union (EU) at 23:00 GMT on 31 January 2020. What impact will Brexit have on the EU? What are the long-term challenges facing the EU?
From Chapter 11: Many Americans think China as a homogeneous country in terms of identification, language, etc. However, in reality, China is a very diverse country. Take the six major regions of Greater China for example, list the differences in business negotiation styles among Northeast, Beijing-Tianjin, Shanghai, The Pearl River Delta, Hong Kong, Taiwan.
From Chapter 12: Founded in 1971 in Seattle, Wahsington, Starbucks is an extremely popular coffee shop worldwide. Contrary to common sense, Starbucks does not franchise. The coffee shop prefers to own each of its locations and prefers their customers to have the full Starbucks experience. So why did Starbucks turn down franchsing and stick to the company-owned model?
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Exam
From Chapter 7
McDonald’s lost its trademark in the EU because it failed to provide sufficient evidence of genuine use of the mark in 5 years prior to 2017 when the case was filed. The ruling by the EU Intellectual Property Office (EUIPO) meant that other companies in the region could trade using “BIG MAC.” From an international legal perspective, it is deducible that the EUIPO was trying to protect and give opportunities to businesses operating in the region. With the protection, companies from the EU can grow, thereby boosting the region’s economy.

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